Innovation and continuous improvement: Insights from EscalaX's Publishers Green Talks.

Innovation and continuous improvement: Insights from EscalaX's Publishers Green Talks .

At EscalaX, we are always looking to improve and evolve our programmatic solutions based on feedback from our publishers. During the recent Publishers Green Talks, we had the opportunity to meet with several of them to discuss their technology needs and how we can optimise our platforms on the SSP side. This meeting allowed us to gain important insights into new features and areas for improvement that can make a big difference to their day-to-day work.

Throughout the discussions, several areas were highlighted where publishers expressed a need for greater autonomy and control. Here are some of the key points that emerged:

• Intuitive and personalised dashboard: Easy and visual access to data, with graphs and personalised recommendations that allow for more agile and accurate management.

• API enhancements: Expansion of available functionality, such as the ability to block sponsorship positions, to provide greater flexibility in programmatic management.

• Notifications and Alerts: Send email alerts to keep publishers informed of real-time opportunities or recommended adjustments.

• Metrics transparency: Provide greater data clarity and broader access to historical data, enabling publishers to analyse trends and make strategic decisions with greater confidence.

• Improved technical support: Optimise ticket handling response times and prioritise more accurately according to each publisher's needs.

• Sustainable demand solutions: Develop options that provide more efficient access to new demand, enabling publishers to maximise performance in a sustainable way.

During the sessions, we had valuable contributions from industry leaders such as Aitana Núñez Salinas, Head of Programmatic at Henneo Magazines, and Diana Moyano Saenz-Tejada, Head of Programmatic at El Confidencial. Both emphasised the importance of transparency in the management of documents such as JSON files and ads.txt, and the value of maintaining close and fluid contact between publishers and platforms.

Diana Moyano highlighted: “What really makes the difference is human support”. She pointed out that, beyond the technological tools, it is essential to build relationships based on trust and mutual support, which guarantee better performance in the long term.

Similarly, Robin de Wit, Chief Strategy Officer of Refinery 89, offered a vision that focused on the need for direct contact with SSPs and transparency in the supply chain. “Behind our technology are people. Service to our partners, trust, transparency and shared learning are essential to building a strong long-term relationship” he said. These ideas reinforce our commitment not only to provide advanced tools, but also to be a close and trusted partner to our publishers.

In addition, Ana García Castro, CEO of EscalaX, stressed that technology alone is not enough; what really drives success is the ability to learn together, build trust and maintain long-term relationships. “Let's get closer to our publishers' needs and build a long-term relationship," said Ana. This commitment is part of EscalaX's DNA, where partner service and continuous collaboration are essential for mutual growth.

At EscalaX, we deeply value all these contributions and are committed to implementing many of the suggested improvements. We will continue to work to deliver more efficient, transparent and customised platforms, while maintaining a publisher-centric approach.

Thank you to all the participants of the Publishers Green Talks for your ideas and vision - we continue to build together towards a more efficient and collaborative programmatic future!